The recovery of tourism is progressing at different speeds in different parts of the world, and understanding the profile and characteristics of the new traveler is key to this recovery.
Many hotels are still closed awaiting improvement in external conditions while others remain open with minimal occupancy.
After the closing of borders, quarantine and social distancing, improvements for tourism are beginning to appear for many countries that are beginning to reduce restrictions for travelers, so it is necessary, then, to know 10 characteristics of the new traveler that hoteliers should consider to take advantage of the progressive recovery of the sector.
Many think that we will return to the normality we knew before the pandemic, but this is not the case. The truth is that both the market and the traveler himself have changed towards a new reality and it is important not to lose sight of the fact that within hotels and tourism we must know our client very well.
In this publication we show you some of the most relevant changes in the profile of the new traveler so that your hotel services can also adapt to this constantly changing customer.
1. The new traveler’s preference for Airbnb
One of the most evident changes in booking behavior in view of the new traveler profile is the increased use of platforms such as Airbnb instead of booking directly with hotels. This is confirmed by a recent study by Edison Trends, which found that as a result of the pandemic, new travelers are booking more on Airbnb than on the portals of the 3 major hotel chains Marriott, Hilton and Inter Continental Hotels Group.
Why this preference and change in traveler profile?
One of the reasons, may be because within the characteristics of the new traveler prevails the choice of a more “homey” place for long stays while working and / or resting. Many hotels are taking advantage of adding Airbnb as an online sales channel for their rooms and that is precisely what we must do, go where the demand is. When adding an additional channel it is important to have a good control of our inventory and centralize reservations preferably by making use of hotel management software. At the end of the day the right technology accelerates our growth and avoids human errors in the management of reservations and sales.
Resurgence of traditional travel agencies focused on the profile of the new traveler.
It is true that many travelers preferred to make their air and lodging reservations on their own, and then evaluate whether to take a tour in the destination. To do so, they made use of sales channels such as Booking and Expedia and, to a lesser extent, the direct channel of hotels. According to some recent reports from travel preference surveys, it was found that among the characteristics of the new traveler is the preference now to use travel agencies more frequently for their travel bookings. Here are some of the reasons for this resurgence:
3. Protocols are now the minimum standard
Faced with the fear of contagion, travelers need to be sure that they are booking in an accommodation that complies with the necessary protocols of cleanliness and sanitation to operate under the regulations of each country. It is not only a matter of contracting a certification and publishing the seal on our website, travelers expect the lodging to be committed at all levels, from a correct training of its staff, improvement in infrastructure, to a rigorous control of standards. There are international seals such as Safe Travels by WTTC.
As the months go by, all lodging establishments will display their seals and protocols, so it will be an expected requirement in every reservation made by travelers.
Within the types of hotel systems or PMS it is important to have the right technology that allows us to have a better control of the details of each guest. These hotel softwares for reception go beyond having a space with the details of the reservation. They are now essential elements in the storage of data such as compliance with protocols that will help us to receive the confidence of new travelers.
4. The short term and the domestic market
With the closure of borders and international flights in many countries, hoteliers have to look to the local market – also called the domestic market – which is where demand is being reactivated first. For those hotels that depended on the foreign market, this is a necessary change as well and requires that we understand the differences in the booking behavior of these travelers, their communication channels, preferred means of payment and their minimum expectation about the service we are going to provide. It is not easy to change to a new market segment. Like any change, it takes time and training.
5. Outdoor activities define the profile of the new traveler.
Many people have spent months without being able to go on vacation, often working every day of the week remotely and with a lot of anxiety. It’s time to get out and see nature, to be outdoors.
For travelers, this means the search not only for a good bed in secure facilities. It is also the search for nearby activities where they can either be surrounded by nature or have a few hours outdoors. Facilities that include terraces, gardens, large patios will be of great help, but if you don’t have these facilities, we advise you to look for allies that offer nearby outdoor tours, design a picnic or safe walking experience.
For hotels in beach, forest and countryside destinations, it’s time to create video and photo content that virtually transports the future guest to that environment and can help convince the traveler to book your hotel.
6. Higher category services
Risk tolerance has become lower. Travelers want to have the services they hire with the highest possible level of security that allows them to sleep and travel with peace of mind, and therefore have no problem paying a little more in exchange for this lower risk.
How to design a more upscale service for the new traveler?
Here are the most important instructions:
- Understand what the purpose of your business is (beyond generating revenue or profitability).
- Understand the new needs of the traveler and how you can integrate them into your purpose.
- Include feedback from current customers (according to each service provided by your hotel).
- Design an internal work process that is quick and easy to control for each service.
- Eliminate parts or processes that are not efficient or have low customer satisfaction.
A higher level of service means that you are having holistic control of all the points where you come into contact with guests (from pre-service to post-service) and needs constant analysis of indicators to make the necessary improvements.
7. Reaction to offers
In a recent study by Promperu, Peru’s tourism promotion agency, they found that 45% of the people surveyed would take a trip if they found the right offer.
Let’s talk about offers. The first thing that comes to mind is surely something related to lowering the price or creating a discount. But there’s much more to it than that. Offers are opportunities to generate impulse buying, that almost emotional factor that makes people leave part of their rational side and go to a call to action where for a limited time they can access greater benefits. Offers are then the delivery of better benefits, and yes, lowering the price is a way to deliver more benefit to the customer, but it is not the only one.
If you can improve the features and benefits that the traveler will receive when they book your hotel then they will feel that they are getting more for what they have paid for. Therefore there will be a greater likelihood that they will book or purchase your services.
8. Travel ages
We are talking about the level of risk of contagion related to the age range of travelers. That risk will be present for as long as it takes to develop and distribute an effective vaccine, as is the case with the yellow fever vaccine for example. Not having a vaccine is not synonymous with staying at home, but it is synonymous with taking the necessary precautions for travel.
More than 80% of deaths during the pandemic occurred in people over 65 years of age. This has also impacted travel planning by that age group above 65 years of age. And in many countries, older adults are forced into quarantine for a longer period of time than other generations.
For hotels this means that again we have to look at our historical guest data and know if we depend too much or too little on some age ranges (if you don’t have this information you have to check among the types of hotel software the one that gives you the facility to store this kind of information and make business decisions faster, Lobby PMS is always happy to help you with this.
It is also said that travelers between the ages of 25 and 35 will be the most confident travelers.
9. Use of technology is an important characteristic in the new traveler profile.
Travelers are increasingly demanding less paper and more technology. Have you ever thought about how long a virus remains on a paper menu or a notepad?
Most people already have a smartphone or smart phone when traveling and staying in a hotel, it is a tool where they are in control.
Hoteliers also have to think about virtualizing their service and stay experience as much as possible.
10. Flexibility in changes and cancellations
Given the uncertainty in many countries about a resurgence of contagion cases or new travel restrictions, new travelers need to make their change and cancellation policies as flexible as possible. Each hotel needs to review its commercial and booking policies and implement the necessary flexibility for this need.
Travel habits and customs are in flux and will continue to adjust as time goes on and more travel is generated. The task for hoteliers is to constantly research what new trends are emerging and look to receive constant feedback from guests along with the use of technology such as a PMS system for small hotels such as Lobby PMS that allows you to have the right software and technology to make your hotel management not only more secure but also to have the data at your disposal at all times to make decisions quickly and provide a great lodging experience to your customers.
Cover photo thanks to Freepik
